How the historical foundations of public relations apply to current day news?.
Television, radio, newspapers and magazines still play much of the same roll for public relations as the old days only in a more subtle way. The presence and influence of PR efforts is still very much in the news coverage, TV reports, events coverage and so on..., the only thing that has changed is the methods. Much effort is being put in going unnoticed while present, for example, a CNN special coverage of the surgical operation of the conjoined twins that was aired a few months ago raised the surgeon and his clinic to the top of the list worldwide, if not the number one while all viewers (including me) where plunged into the beautiful story of how the parents went through and overcame that crisis.
How might the role of PR fit within a larger marketing campaign?.
The ultimate goal of a Marketing campaign is to get publics to buy whatever they are selling, most at times the methods to achieve this aren't the most commendable, publics know this, they resist to the idea making the job a lot harder and thus costly. Focus is on winning and strategies might be short term and possibly blindsided by the ambition to succeed.
Public relations role, on the other hand, brings to the table a climate of goodwill and openness, inspiring long lasting trust and thus willingness from the other side, which is what the campaign is all about in the first place. So to get public relations lead the way and guide the marketing team through the process is a bet that simply cannot be lost.
How do you think developments in social media are impacting the field of public relations?.
If a PR practitioner had to always be attentive to the mainstream media, with the social media they certainly have to be on alert at all time. A single post on Facebook of a picture or a video captured by anyone just about anything that can cause a bad impact to a company, has the potential to turn into a crisis which, big or small, if not seen coming and/or not dealt with properly is definitely going to damage the reputation of that organization. The same way this free and instant flow of information can be exploited to the benefit of the public relations.